Data and insights about Google and search results that should be very important for you to review. It is an easy read, not technical as Rand Fishkin tells it like he sees it --- and shows that less than half of Google searches now result in a click.
Change is inevitable, because of software smarts, human smarts or culture. Even if Google did nothing different, humans get smarter or expectations change. i.e. Have too many felt like they wasted their time at the end of a click... and know it leads to fluff?
If fewer are clicking on a search, doesn't that mean "we", thought leaders and content builders, are not doing the job well enough with titles and content to meet their needs/wants?
The article and graphs Rand Fishkin shares includes paid ads as well. While the growth is significant since 2016, clicks on paid ads remains a small piece of the whole. Google has plenty of opportunity to grow ad revenue with additional changes.
Since people have access 24/7 to search and make decisions during a series of micro-moments on multiple screen sizes, everything is tested to match their behaviour. Since the user will not see a website page on mobile in the same way as on a desktop or laptop, the content must stand out. (graphics go away on mobile)
If content seems the same as "everybody else", the thoughts of those you would like to connect with will be "yeah, I know this already". Content requires wisdom, not just information. (i.e. have a mindset of going beyond Wikipedia)
No click solution?
If we solve the issue of 'relevance and clarity' to match what people are looking for, the "no-click" issue should not exist. But as we get better with titles and content, Google is broadening is algorithm to include terms and phrases that are not exact matches. With voice search on the rise, it will be more difficult to predict the phrases.
Big data reflects trends for "everybody", so the answer may be to avoid the hype and not approach things like "everybody". Listen well to those you serve, use the website to serve them well, stand out not because your company/team are expert marketers. Stand out because of outstanding service... before and after the transaction.
It is a good time to evaluate the source of inspiration for the content you build (data or humans), the intention when creating it (marketing or service), and whether it has relevance and clarity.
Because we know that titles with relevance and clarity can sometimes appear boring and not 'clickable', here is something for fun. It is an "oldy-but-goodie". An online software tool that will analyze your titles.
This free tool will analyze your headline to determine the Emotional Marketing Value (EMV) score. As you know, reaching your customers in an deep and emotional way is a key to successful copywriting, and your headline is unquestionably the most important piece of copy you use to reach prospects.
Your headline will be analyzed and scored based on the total number of EMV words it has in relation to the total number of words it contains. This will determine the EMV score of your headline.
Pursue a new path
- Read Rand's article.
- Review your strategy and processes.
- Check out the Headline Analyzer.
- Read Seth's Blog for additional thoughts.